Privacy and Measurement Updates: What’s Changing and Why it Matters
Ever feel like privacy regulation and ad-measurement updates are constantly changing? Good news, you’re not imagining it. Big shifts are happening, and if you’re in digital marketing, ignoring them will cost you more than just a few sleepless nights.
What’s Happening?
Here’s a breakdown of the key updates around privacy and measurement that are relevant now:
1. IAB Tech Lab (IAB Tech Lab) beefs up its “Global Privacy Protocol” (GPP) and rolls out Data Deletion Request Framework (DDRF) V2
– The GPP – formerly the “Global Privacy Platform” – has been updated for H2 2025: it now covers four additional U.S. states (Maryland, Indiana, Kentucky, Rhode Island) under their privacy laws (IAB Tech Lab, 2MarTech)
– The GPP’s architecture has been reworked to introduce clearer signals and server-side support (e.g., “PingReturn.supportedAPIs” field in CMP APIs) so downstream vendors get less guesswork. (IAB Tech Lab)
– The DDRF V2 is now live: new standardised object formats, encoding methods, and security enhancements for handling consumer deletion requests across the ad supply chain (PR Newswire)
– Both updates are open for public comment until 1 Dec 2025 (PPC Land)
2. Why the update is critical
– The privacy regulation landscape keeps fragmenting: different jurisdictions, different rules, different deadlines. The GPP is positioned as a “single string/consent-signal” resolving the complexity of managing multiple frameworks (IAB Tech Lab).
– For marketers and ad-tech folks: compliance risk is rising. If you don’t properly signal consent or deletion rights, you’re exposed. IAB Tech Lab frames these updates as necessary to help companies “plan with confidence” (MarTech).
– From a measurement standpoint: when consent or deletion frameworks are bungled, data becomes unreliable, attribution gets murky, and optimisation suffers. The internal logic is: better privacy signalling → cleaner measurement → fewer surprises.
3. Things to consider
– Just implementing a consent banner isn’t enough. The consent string (GPP) must be passed correctly through your supply chain for upstream/downstream partners to interpret (IAB Tech Lab).
– “Deletion requests” are now a formalised framework via DDRF. If a user asks for their data to be deleted (or you support that right), you need mechanisms that work to supply chain partners, not just in your CRM (PPC Land).
– These frameworks are evolving: IAB Tech Lab has signalled that GPP will move to bi-annual updates starting 2026 (IAB Tech Lab).
– For global companies, it isn’t just U.S. states. Frameworks like GPP are globally oriented: flexible for multiple jurisdictions (Onetrust.com)
How It Impact You
Picture this: you’ve got a client in Australia, running campaigns across APAC and the U.S. You’ve been managing with cookie banners, regional consent checkboxes and hoping everything lines up. Now, regulation changes, user rights amplify, partners demand correct signalling or they drop you. The GPP update means you’ll need to adopt a framework that can signal consent across states (and potentially countries) via a single standard string. At the same time, when users exercise deletion rights, the DDRF V2 gives you a formal mechanism to handle those requests and signal them through the ad-supply chain. If measurement data becomes patchy because consent signals were incorrect, your optimisation and ROAS predictions go off-track. In short: privacy and measurement are deeply entangled. Get the technical plumbing right, and you safeguard measurement quality; ignore it, and you risk both compliance and performance.
How Dadek Digital can help
At Dadek Digital, we specialise in digital measurement and tracking for agencies and brands. We map your consent flows, review partner signalling, and integrate frameworks like GPP/DDRF into your measurement setup, so you’re aligned technically, not just ticking boxes. If you want a review or implementation roadmap, we’ve got you covered.